* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Slide 1
Subscription box wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Ad blocking wikipedia , lookup
Field research wikipedia , lookup
Web analytics wikipedia , lookup
Affiliate marketing wikipedia , lookup
Target audience wikipedia , lookup
Social media marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Ambush marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Viral marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Product planning wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Target market wikipedia , lookup
Marketing plan wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Digital marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Multi-level marketing wikipedia , lookup
Marketing research wikipedia , lookup
Advertising campaign wikipedia , lookup
Green marketing wikipedia , lookup
Global marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Services marketing wikipedia , lookup
Research-Outreach Partnerships Lisa Chase NET Conference September 28, 2004 Targeted Marketing Strategies for Agri-tourism Businesses The Problem How can small, local businesses with limited resources reach new customers? The Partnership UVM School of Business Administration, Tom Noordewier UVM Extension, Lisa Chase Olallie Daylily Gardens, Amelia and Chris Darrow Olallie Daylily Gardens Compare Marketing Efforts Ads Web site Brochures Random mailings Targeted mailings (PRIZM) PRIZM Coded Mailings Kids and cul-de-sacs Country squires Blue highways New ecotopians Research Methods Continue current marketing efforts Direct mailings to PRIZM codes Direct mailings to control sample Keep track of responses Research Methods Classify Olallie’s current customers – No dominant PRIZM code for mail-order customers – 40% of drive-market customers are “New Ecotopians” Results Highest responses: – Magazine ads – Web site – Word of mouth Low response to mailings Implications Implications Specialized products need specialized marketing Specialty Products PRIZM Codes Random Samples Next steps Expand research to more sites and more methods Expand the partnership Join the Partnership!